PENGARUH DIGITAL MARKETING, PROMOTION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PENGGUNA SHOPEE PADA MAHASISWA PRODI MANAJEMEN ANGKATAN 2020-2023 DI UNIVERSITAS MUHAMMADIYAH PONOROGO

This research aims to determine the effect of Digital Marketing, Promotion and Shopping Lifestyle on Impulse Buying Shopee Users on Management Study Program Students Class of 2020-2023 at Muhammadiyah Ponorogo University. The method used in this research is quantitative method. The data were obtained through distributing questionnaires online to respondents and analyzed using the SPSS 25 application. The population in this study were Management Study Program students in the 2020-2023 batch at Muhammadiyah Ponorogo University. The sample in this study amounted to 270 respondents using purposive sampling. The results of this study indicate that: Digital Marketing, Promotion and Shopping Lifestyle have a significant partial and simultaneous effect on Impulse Buying Shopee Users in Management Study Program Students in the Class of 2020-2023 at Muhammadiyah Ponorogo University.
Keywords: Impulse Buying, Digital Marketing, Promotion, Shopping Lifestyle